15 October 2009

Emirates embarks on latest See Australia campaign

DUBAI - Emirates airline is seeking to bring more visitors to Australia as part of a major inbound tourism joint venture with Tourism Australia.

Phase one is almost finished with phase two due to be completed in January and February 2010.

The A$3.6 million-dollar joint campaign with Tourism Australia aims to encourage British leisure travellers to visit Australia in 2010.

Emirates aid its participation in the campaign demonstrates its commitment to Australia and the country’s inbound tourism "at a time known to be tough for the tourism industry".

Central to the campaign is the "Arrived... Departed..." theme. It uses different creative executions to educate British audiences about Australia - an achievable destination, and to encourage them to book their next trip.

The campaign aims to expand the demand pool of first-time ‘Experience Seekers’, driving more people from preference through intention to booking.

The campaign showcases the extensive choice British travellers have when flying Emirates - the airline’s UK gateways comprise London Heathrow, London Gatwick, Glasgow, Manchester, Newcastle and Birmingham.

Print (national and regional titles), radio (regional stations), online such as MSN and AOL and outdoor mediums were targeted.

Emirates vice president Australia, Stephen Pearse said, "There are indications globally that the worst of the recession is over and the time is right to reach out to the British who may have forgone or postponed their holidays over the past year and are now looking forward to a more positive 2010."

"Increased flight frequencies to and from Australia, as well as our new Visit Australia Pass which allows visitors to fly to 22 regional destinations in Australia on one ticket through our partnership with Virgin Blue, are all demonstrative of how important the Australian market is to us globally.

"Additionally, the opening of our new luxury conservation resort, Wolgan Valley Resort & Spa in the Blue Mountains will also boost inbound tourism as we expect the majority of our guests to come from overseas destinations, including the UK."